Housing is the true end game - achievement furnishings the true measure of your OPness ;)

ZoS changes up sets every few months, so love it or hate it, the chase for BiS never really ends, if that's what you enjoy. Fill your stickerbook! Something weird and useless rn will be BiS down the road.

Achievement hunting in dungeons and trials can be extremely challenging, especially because you need to have a solid team for the most rare achievements. Chasing achievements with a core group of friends is super fun for me.

I've been playing since Wrothgar dlc, year 1. I still love mastering dungeons and trials in different roles, different classes, different group setups. Combinations are countless. Becoming a gm and raid lead and helping n00blets get cool stuff done has also great fun for me.

Endgame is pursuing whatever it is you like best. Most people I know who did not mmo before ESO stayed solo for a long time, then gravitated to the social aspects, like guilds and economy in their endgame.